Instagram’s big updates: custom grids, longer Reels, and More!

07 March 2025

In case you missed it – Instagram has been busy rolling out new features that are changing how we create, share, and engage on the platform. These updates give brands (and creators) more ways to stand out while tapping into trends shaping social media globally.

Here’s everything you need to know.

1. It’s no longer hip to be square…

Instagram has redesigned its profile grid to a rectangular 4:5 ratio, vertically aligned format. Why the change? With the rise of Reels and vertical content, this update was inevitable (remember when they did testing a while ago?).

Adam Mosseri, head of Instagram, explained that this redesign better showcases the vertical content most users post, making profiles more engaging and visually appealing.

? Need to tweak your grid’s look? Instagram now lets you customise your thumbnails:

Open your post and tap the three dots in the upper-right corner.
Select “Adjust Preview.”
Update the cover and thumbnail to suit your aesthetic.

? Why it matters: Your grid is like your brand’s homepage on Instagram. This update gives you more control to make it visually stunning.

2. Reels got longer (up to 3 minutes)

Instagram is leaning into longer-form content with Reels now stretching up to 3 minutes. This change caters to brands looking to share deeper, more engaging stories—perfect for tutorials, behind-the-scenes content, or storytelling.

? How to use it:

Tell your story: Share the story behind your brand, your values, and what drives you. With an extra 90 seconds, you can connect on a deeper level.
Product demos & how-tos: Have a product or service that requires more explanation? Now you can walk your audience through it without feeling rushed. Show the features, benefits, and applications.
Behind-the-scenes content: People love authenticity. Use the extra time to give them a peek behind the scenes of your business, whether it’s the creative process or team members at work.
Engaging stories or case studies: Use the extra time to share customer success stories or case studies.

3. Instagram’s new ‘Edits’ app

Instagram has quietly launched Edits, a standalone app packed with tools for enhancing photos and videos. Edits has a full suite of features aimed at supporting the entire creative process. The app includes a dedicated inspiration tab, where you can gather ideas and explore fresh content.

? Why we love it: The app integrates smoothly with Instagram, giving brands the ability to create, share, and optimise videos all in one place.

What this means for you

Instagram’s updates aren’t just “for the ‘gram”—they’re designed to help your content shine! Whether you’re customising your grid, crafting longer Reels, or tweaking your profile to suit the new look, these changes open up new ways to connect with your audience.

Need a hand? We’re here to help you update your Instagram and keep it looking fresh. Whether it’s designing custom templates for the new size or optimising your grid thumbnails, just give us a shout—we’ve got you covered. Contact us here.

Breathe easy and sign up to our mailing list for more marketing tips and news from the Pitstop Crew!

What This Looks Like in Practice

For example, when working with Great Southern RV, the focus wasn’t simply creating more ads. The strategy centred on positioning their caravans and motorhomes around a clear lifestyle promise – the freedom to travel and explore Australia on your terms. That clarity shaped campaigns, show promotions and social content that resonated strongly with buyers already dreaming about the road.

With St Patrick’s Technical College, the challenge wasn’t marketing activity – it was perception. By repositioning the brand to highlight the strength of vocational pathways and industry partnerships, the messaging shifted from “alternative education” to a powerful career pathway, changing how the college is seen by parents and students.

And for Succoris Psychology, the work went beyond promotion. It involved clarifying how the brand speaks to both clients and clinicians across multiple clinics, creating a structure that supports long-term growth rather than just short-term marketing activity.

In each case, the goal wasn’t simply “more marketing”. It was better-aligned marketing built on clear strategy.

The Pitstop Approach

At Pitstop Marketing, we believe marketing should be a growth engine for the business, not just a collection of activities.

That’s why we focus first on understanding the commercial goals, the audience and the positioning — and then build marketing that supports those foundations.

If you want your marketing to stop feeling like guesswork, get in touch. We want to work with businesses who want to grow.